We lead with what we noticed.
Every engagement starts with a reading of where you are, not a pitch for what we sell.
About Khatt IndiaScroll to open
Khatt means
letter.
In Hindi, khat is a letter: something written for one person, thought through, edited, and sent. We named the studio after it because that is how we believe creative work should be made.
What we believe
Good work begins with attention.
Before anything is designed, written or posted, someone has to understand the business, the people it is for, and what is not working yet. We call that reading. Everything we make comes after it.
What we are against
The form letter.
Work that could be sent to anyone, and so reaches no one: templated identities, borrowed tone of voice, content made to fill a calendar. It is faster and cheaper to make. It is also easy to ignore.
Return to sender
How we work
Five habits.
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Specific over impressive.
We would rather say one true thing about your brand than ten flattering ones.
One reader at a time.
We write for the actual person on the other end: a customer, an investor, a team going through change.
Quietly sure.
We make clear recommendations and explain why.
Always an open door.
No question is too early and no brief too rough.
Who we work with
Small or large, the same care
There is something true about the business that has not yet been said well.
The studio
Khatt is new.
The work is not.
Founder-led, with a core team of seven across brand, social and corporate projects. The projects on this site were led by Aditi Kothari and the team that is now Khatt.
From India
A point of view,
not a motif.
It shows less in our motifs than in our habits: moving between languages, reading context before content, and knowing that the way something is said matters as much as what is said.
The founder
Meet the person
behind the letter.
Our promise
We will read closely before we write.
We will tell you what we think, kindly and clearly. And we will care about the last five percent as much as the first.
